Nielsen Acquires GfK's Pet Specialty Analytics Division



Nielsen acquired GfK’s Pet Specialty Point-of-Sale (POS) business, the exclusive measurement service for the pet specialty channel in the U.S.


For the past seven years, Nielsen has expanded its resources to serve the unique needs of the pet industry and become a well known analytic provider among pet retailers. This new investment builds on the company’s momentum to double Nielsen’s coverage of the pet specialty segment by adding neighborhood pet specialty, as well as veterinary clinics, to its retail roster.


For retailers and manufacturers, this will produce a more robust picture of performance and competition across the retail landscape, inclusive of pet specialty stores, grocery stores and mass merchandisers, from a single source.


Nielsen’s clients will benefit from harmonized category measurement, a deeper understanding of pet owners’ consumer behavior and the ability to keep pace with the nationwide trends that ignite in neighborhood pet stores.


This news also comes on the footsteps of the company’s recent announcement around the growth of its e-commerce measurement capabilities. Nielsen now holds the most comprehensive, multi-sourced e-commerce measurement solution for the U.S. market, delivering full visibility into the burgeoning pet care e-commerce landscape to complement its brick-and-mortar store read.


“We are excited to bring our holistic view of the pet care landscape to the U.S. retail and manufacturing community,” said John Tavolieri, president, U.S. FMCG and retail at Nielsen. “The combined strength of Nielsen and GfK’s data assets will allow us to deliver best-in-class solutions and services to this growing vertical, and we look forward to continuing to grow our capabilities to provide a more localized and omnichannel pet measurement view.”


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